Producing Excellence in Retail!

Once, a retail space was where customers went to shop. The only place.

Now, those customers can shop anywhere. Their smartphones, tablets and computers give them access to billions of products at the click of a button. So what becomes of that retail space? Good news, it hasn’t lost its purpose. Quite the opposite. Changes have only put more emphasis on quality and enjoyable real life experiences.

Renting a physical space for the short term, the long term, or simply for one night only offers your brand amazing opportunities.

Opportunities to test the market by launching a new product, retail concept or location. Opportunities to create a one-off experiential event. Opportunities to play your part in a national holiday or festival. Opportunities to build real-world relationships with your customers.

The pop-up, which began as a trend in 90s LA, has proven itself to be a brilliant tool for small, medium and big businesses alike. From boutiques to rooftops, from the Marais to Madison Avenue to the London Underground, temporary retail space is here to stay.

The UK‘s pop-up industry is estimated to be worth £2.3 billion, accounting for around 0.76 per cent of total retail turnover, according to EE‘s Britain’s Pop-Up Retail Economy report.

The pop-up, which began as a trend in 90s LA, has proven itself to be a brilliant tool for small, medium and big businesses alike. From boutiques to rooftops, from the Marais to Madison Avenue to the London Underground, temporary retail space is here to stay.

Why is it proving so popular?

  • This is a low-cost model, where ROI can be easily measured.
  • An easy test transition from online to offline
  • There is no long term commitment to rent, rates and other costs.
  • High footfall locations can be enjoyed, at peak times of the year only.
  • Connect with Customers: The pop-up retail format allows you to personally get to know your customers and build stronger relationships.
  • Build awareness: Consumers and the media love the excitement generated by pop-up shops. This is a strong off-line strategy which disrupts the shopper journey in only a positive way.
  • Test new markets
  • Dispels the myth that the high street is dead – and is rejuvenating the empty spaces seen in city centres.
  • Don’t restrict your ideas to retail – this model works with Art galleries, restaurants, music venues, experiential events too.

How easy is it to implement?

  • Easier than you think! Find a location via an online assistant such as Appear Here, a company at the forefront of the pop-up retail movement in London who have quoted a £33 million in demand for pop-up spaces, with 3000 pop-up spaces taken up through their business in London alone last year. Appear Here acts like an “Airbnb for retail”, allowing a retail business to book a vacant space for short-term periods.
  • Depending on the scale, you may choose to run the project yourself, or engage us at Impulse to guide you through the store layout, and assist with the smooth campaign process – we understand retail, and can work according to whatever budget you have.

Examples of pop-up projects

  • Made.com decided to launch a pop-up in LinkStreet to raise brand awareness in Birmingham and increase websales.
  • Spotify appeared in TOPSHOP’s Christmas Grotto offering the chance to listen to playlists tailored to TOPSHOP’s different customers and purchase half price Urbanear headphones
  • Peleton (St Pancras station)
  • West Cornwall Pasty Co (Kings Cross)
  • Nespresso – targeting business users at Victoria station

 

Written by Mark McKeown

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